Utah Valley University is in the second year of a multi-year branding campaign to leverage our status as an open-admission university. We are anchoring our brand in a message of inclusion: UVU--A Place for You! As a public university with a very limited advertising/promotion budget, we wanted to make sure our internal audience, particularly students, recognized the brand message and felt an affinity for it visually before we launched the brand campaign more broadly in the community. We determined that a cost-effective way to launch this phase of the campaign was through strategically placed large graphic installs around campus. Our internal marketing team designed the campaign assets, and the photos were taken by our in-house photographers, using student models. We were able to place graphics in enough locations around campus to achieve maximum exposure for students. In other words, it would be fairly difficult for a student to be on campus and not see at least two or three of the installs on a regular basis. Our photo strategy was to capture authentic visuals of students in the campus setting, but with an exaggerated perspective to create interest and lend a modern, playful look. The biggest indicator of impact is the fact that enrollment from January 2023 to January 2024 increased by 3.29%.
From the Judges
These pieces add significant aesthetic appeal to otherwise bleak spaces. The attention to detail and placement were exceptional. Overall, the well-planned concept and execution enhance the campus environment.
